the real cost
In order to stop teen girls from picking up that first cigarette, we hit them where it hurts - beauty. we created fake beauty ads in seventeen magazine that mimic beauty ads that give a free make-up sample. When you peel off the sticker to see "what your skin could look like" the beautiful model reveals an ugly message - a patch of wrinkly skin with the words "if you smoke". The ad gained traction across social media and PR - taking a traditional media and making it viral.